MARKETING & COMMUNICATIONS
Jaisette Herrera
15+ years building campaigns, communications infrastructure, and content strategy for mission-driven organizations across the Bay Area and beyond.
15+
Years
$30M
in funding supported
50+
Campaings
AREAS OF PRACTICE
Strategy & Planning
- Integrated Marketing Campaigns
- Go-to-Market Strategy
- Brand Marketing & Positioning
- Audience Development
- Lead Generation Marketing
- Marketing Analytics & Performance Optimization
Digital & Data
- Digital Marketing (Email, SMS, Paid Media, SEO)
- Social Media Marketing
- Website Strategy & Digital Experience
- Marketing Automation & Customer Journeys
- Google Analytics
- CRM implementation
Content & Writing
- Content Strategy & Content Marketing
- Executive Communications & Speechwriting
- Strategic Messaging & Thought Leadership
- Storytelling & Narrative Development
- Video Production & Creative Direction
Communications
- Fundraising & Donor Communications
- Community & Partnership Marketing
- Internal Communications
- Event Marketing
- Change Managment Comms
- Crisis Communications
PAST MARKETING PROJECTS
Integrated Marketing Campaign
KIPP: Growing New Leads & Enrollment Numbers
2018 – 2024
Led the print, web, and lead generation strategy for 21 schools across the Bay Area and Stockton as part of a larger integrated enrollment marketing campaign, creating targeted journeys that moved prospective families from awareness to application. Managed multi-channel campaigns across paid social, search, email, print, and landing pages, leveraging audience insights and performance data to optimize conversion. Led integrated campaigns that increased lead generation 27% and web traffic 20% annually, helping meet enrollment goals year over year.
Examples: Print Collateral
Impact Video & Audio
KIPP: Content development for growth, fundraising, brand awareness
2018 – 2024
Impact Video: Directed the development of a flagship impact video that transformed organizational outcomes into a compelling narrative centered on the experiences of students, families, and community members. Managed the project through final production, including narrative development, stakeholder interviews, creative direction, vendor management, and executive review. Created a storytelling asset used to support brand awareness, fundraising, and community engagement efforts while demonstrating the power of authentic, human-centered storytelling to inspire action.
KIPP & StoryCorps – Collection of stories recorded by our students, families, and staff used for fundraising and donor engagment. A part of StoryCorps larger collelction of American stories to be archived in the U.S. Library of Congress.
Outdoor Advertising
GGU: Brand Awarness Campaign
2017
A high-visibility brand awareness campaign for Golden Gate University, leveraging strategic outdoor advertising placements across BART and Muni transit networks throughout San Francisco. Managed agency during production and development of creative assest that increased brand visibility among working professionals, commuters, and prospective students in key transit corridors. As part of a broader integrated marketing strategy, the campaign strengthened market presence, expanded reach, and reinforced GGU’s position as a career-focused university in the Bay Area.
Executive Messaging
dev/color/: Shifting for a New World
2025
Partnered with CEO to craft speeches, organizational messaging, and thought leadership content that advanced the mission of supporting Black tech professionals. Faced with a rapidly evolving DEI landscape, I developed communications that authentically championed equity, representation, and career advancement, balancing mission-driven storytelling with stakeholder priorities. I helped reinforced brand credibility, sustained community trust, and amplified organizational impact across donors, coporate partners, and members.
New Market Launch
KIPP: Bringing KIPP to Stockton
2021
Led the go-to-market campaign for KIPP’s expansion into Stockton, including brand development for 5 new schools. Grew brand awareness and trust in a new market from the ground up. Developed a multi-channel campaign anchored by a “Day in the Life” video featuring authentic family stories, then extended the creative across email, SMS, social media, digital, print, outdoor, and radio channels. By aligning teams around clear goals, KPIs, and performance insights, the campaign exceeded Q1 form submission targets, increased market area web traffic by 40%, and built a strong community following ahead of the campus opening.
Event Management
ODC : Fall for Art
2025
Fundrasing event for ODC. Event planning and day-of coordinator, including farm-to-table luncheon, paddle raising bidding, and vendor managment. Art, nature, and movement converge on site at di Rosa Center for Contemporary Art in Napa in support of ODC School’s Youth & Teen Program. A celebration of creativity as virtuosic dancers inhabit the Napa landscape with a breathtaking site-specific performance.
Experience : KIPP Northern California, Golden Gate University, Bay Area Discovery Musuem, dev/color/, Opera Parallele, Relaxed Luxury Collection, Counter The Narrative, ODC Dance Company, 51Oakland, and other individual clients.
COMMUNICATIONS
Specific communications (internal & external) work samples provided up request.
VISUAL SAMPLES
Website
Black Lady Camp | Relaxed Luxury Collection | MLuna Consulting | KIPP Northern California
I’m a marketing and communications professional with over 15 years of experience. Passionate about helping mission-driven organizations tell their stories, grow their impact, and connect with the communities they serve.
With experience spanning education, nonprofit, arts, and workforce development organizations, I specialize in developing integrated marketing campaigns, digital engagement strategies, and compelling communications that drive awareness, action, and trust. My work combines data-driven marketing with authentic storytelling to support goals ranging from growth and fundraising to brand building and community engagement.
I’m a Bay Area native. I love Halloween, the Niners, and coffee!
Location: San Francisco, Bay Area
Availability: Q4 2026; 20-30hrs wk or FTE
Languages: English, Spanish
JHerrera, Marketing & Communications 